隨著數位科技與網路平台的快速發展，廣告型態逐漸從單向傳播的傳統模
式，轉變為結合即時互動、資訊探索與消費行為的數位互動形式。為 了 提升行銷
效益，廣告商 逐漸 重視互動式廣告的應用，透過點擊操作、任務導引與沉浸體驗
等設計，強化使用者參與與品牌接觸。本研究以 Nizam與 Jaafar 2018）提出之
互動式廣告成效模型為理論基礎，採用實驗設計， 研究在互動性（有 vs.無）與任
務複雜度（高 vs.低）交互作用下對於影音廣告的廣告效果， 並進一步探討品牌知
名度是否具備調節任務複雜度對廣告效果的影響力。
透過實證研究檢驗互動性與任務複雜度交互作用下，消費者對於影音廣告之態度、回憶力與轉換意圖的差異，並分析品牌知名度於其中所扮演之調節角色。
結果顯示， 高品牌知名度能有效緩解高任務複雜 度所帶來的負面影響，提升使用
者的參與意願與廣告記憶 同時，簡單的互動設計相較於複雜任務，能更顯著提
升廣告回憶力與轉換率。本研究不僅補足 在 任務複雜度與互動設計交互 作用下，
對於互動式影音廣告 的 實證 空缺，亦提供廣告業者於互動式影音廣告策略設計上
的具體參考 。

With the rise of digital technologies and online platforms, advertising has shifted from traditional one-way communication to interactive formats that emphasize real-time engagement and user participation. To improve marketing effectiveness, advertisers increasingly adopt interactive elements such as clickable content, guided tasks, and immersive experiences.
This study, based on the Interactive Advertising Effectiveness Model (Nizam & Jaafar, 2018), uses an experimental design to examine how interactivity and task complexity influence advertising outcomes. It also explores whether brand familiarity moderates the impact of task complexity.
Results show that high brand familiarity reduces the negative effects of complex tasks, improving user engagement and ad recall. Moreover, simple interactive designs lead to better ad recall and conversion intentions than complex ones. This study addresses a gap in interactive advertising research and provides strategic insights for designing effective interactive video ads.

目錄
論文審定書 i
致謝 ii
中文摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
壹、 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 7
第三節 研究流程 9
貳、 文獻探討 10
第一節 互動性與互動式廣告的理論基礎 10
第二節 互動性對消費者行為的影響機制 12
第三節 任務複雜度的認知調節機制 21
第四節 品牌知名度的調節角色 24
參、 研究設計與方法 26
第一節 研究架構 26
第二節 研究假設 27
第三節 研究設計與實驗流程 31
第四節 變數操作型定義與衡量方式 34
第五節 資料蒐集與分析工具 37
肆、 研究分析 38
第一節 敘述性統計 38
第二節 測量工具的信效度評估 40
第三節 操弄性檢驗 44
第四節 研究假說驗證 46
第五節 假說結果驗證總覽 51
伍、結論 52
第一節 研究結論 52
第二節 研究貢獻與建議 55
第三節 研究限制與未來方向與建議 57
參考文獻 59
附錄 68
附錄一：：前測問卷 68
附錄二：正式問卷正式問卷 69
附件三：正式問卷實驗設計 72

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